Issuu

PODCAST SESSIONS

Rutendo Nyamuda

February / March Issue

Emmanuel Jambo and Molly Jensen

Rutendo Nyamuda

Bidemi Adedire

Anne Chisa

Kevin Y Brown

Anthony Onwuchekwa

Elna Schütz TPS

Editor's Letter

Welcome to another issue of Africa’s finest, first and only pan-African podcast magazine on the continent.

There are absolutely no words to describe this issue. But it's definitely the biggest and boldest issue that we’ve produced to date. On the cover we have the incredible Molly Jensen, CEO of Afripods, and as you turn the pages you’ll read the incredible contributions by African podcasters

In 2022, we’re being brave with our content We’re taking up space We’re not asking for permission, but coming in blazing as we shatter glass ceilings

Among our goals this year is to have more diverse voices contributing to our magazine. We’re also relaunching our website, which aims to become the biggest news source for African podcasters, and we’ll continue to provide insights into podcasting through our podcast. We encourage you to connect with us and share your news, articles and press releases. Please let us know what you want to read and who you’d like to see on the cover

Our job is to provide a platform for African podcasters to engage, to have their voices heard, and for them to be seen on the cover of magazines!

Brace yourself for an unforgettable issue. Enjoy the read.

MEET OUR DIGITAL

CON TRI BUT ORS

Anne is a Ph D Candidate in Crop Science. She is an award-winning science communicator, STEM advocate, host and founder of The Root of the Science podcast Anne has a flair with connecting with guests to create educating and engaging content

Instagram: @rootofscipod

Twitter: @RootofSciPod

Podcast: Root of the Science Podcasts

BIDEMI ADEDIRE

As a communication strategist, Bidemi Adedire helps organisations and individuals leverage conventional and digital channels to upscale public or partner relations. She is the founder of the Association of African Podcasters and the main host of Podsnaija, the listening hub of the century

Instagram: @adedirebidemii

Twitter: @podsnaija

Podcast: Podsnaija

ANTHONY ONWUCHEKWA

Tony Onwuchekwa aka Tony Doe is a freelance radio consultant, podcaster and voice-over talent with two decades of experience on-air, in production, and in management for multi-format radio stations Tony hosts and produces The Tony Doe Podcast and UPGNRS Podcast

Instagram: @tonydoemedia

Twitter: @TonyDoeVO

Podcast: The Tony Doe Podcast

KEVIN Y. BROWN

Kevin Y. Brown is the Chief Content Officer and Head of Strategy at Afripods With more than six years of experience in the podcasting world, he has overseen the production of over 800 podcast episodes with more than 15 million downloads in over 30 countries

Instagram: @kevinybrown

Twitter: @kevinybrown Company: Afripods

Elna Schütz is a freelance journalist and podcast producer based in Johannesburg, South Africa, who works across various mediums and helps people make great content She is also the founder of Podmeet, a networking project for podcasters

Instagram: @elnaschutz

Twitter: @elna s Website: www.elnaschutz.com

ELNA SCHÜTZ

ANNE CHISA

THE STAR THE LENS

Emmanuel Jambo

Emmanuel Jambo is the founder of Jambo Concept, based in Kilimani in Nairobi, Kenya. He is recognised as the face of fashion, commercial and wedding photography in Kenya and beyond.

He has captured the runways of London Fashion Week, and he has also established himself as the goto journalistic and ﬁne art photographer covering eclectic weddings from India, Ivory Coast, Uganda, Ethiopia, Kenya, Sudan and Ethiopia to the US.

Instagram: @emmanueljambo

Twitter: @Emmanueljambo

Email: emmanueljambo18@gmail.com

MOLLY JENSEN

Molly Jensen is the Chief Executive Officer at Afripods.

Born in New York and now based in Nairobi, Kenya, the Ghanaian-American leader is passionate about digitising African stories as she leads Afripods to create the largest library of African audio content.

Molly has over 10 years' experience across various industries including media, marketing, and tech.

Instagram: @mj akosua

Twitter: @mj akosua Company: Afripods

THE MODERNDAY AFRICAN CEO

WRITTEN BY: RUTENDO NYAMUDA

PHOTOGRAPHER:

EMMANUEL JAMBO

Bold, strong, fearless, beautiful, leader – who always wears a touch of African print. This is how I would describe Molly Jensen, the CEO of Afripods. But, there is so much more to this African leader heading up a pan-African podcasting platform with a very ambitious goal.

“We're looking to build the largest library of African audio stories on the planet. The reason why that is important is because this continent is a continent of oral history. We've told our stories by mouth for generations, and we've never really had the opportunity to memorialise our history in any other way,” she says.

The first time I met Molly was on an online call. We were introduced by a fellow podcaster who thought there were synergies between our work. However, what was supposed to be a quick 20-minute call ran for more than an hour. This evidently set the precedent for all our future “quick” calls.

“We're looking to build the largest library of African audio stories on the planet."

Over the last few months that I've gotten to know Molly, I’ve realised that her passion for the podcast industry runs very deep, and her vision for what we can become is beyond inspiring

In 2021, it was announced that Molly would be taking over as CEO of Afripods I remember having a discussion with her where she expressed her excitement as well as the realisation of the weight of the responsibility that came with this new position She waited five months to officially make the announcement and understandably so Being a black female CEO and leader of a tech start-up carries the weight of a crown that can only be felt by the one who bears the load

"When I signed the paperwork to step in as the CEO, I couldn't believe it was happening to be honest with you I knew it was happening for months and I was still blown away because it feels like it's not just breaking the glass ceiling It's like smashing through it Being a young black woman on the continent, at the helm of a tech company, while tech and media are exploding on the continent, in a medium that will be successful here. That's incredibly powerful.”

In the months leading up to her making the official announcement, Molly spent time getting to know the company, listening and learning from the staff to see how things were being done, what was working well, and identifying opportunities for growth, new partnerships and expansion. She moved swiftly and before the ink was even dry, she was already making money moves.

“The first week after I signed the paperwork, I had agreed to a partnership with the Apple App Store. And we were highlighted for Africa month,” she says.

"I

get to be powerful, and young, and compassionate, and exciting. I get to wear vibrant clothes, I get to support African designers. I’ve got to be me.

A leader looks like me."

- M O L L Y J E N S E N

Looking at the traditional global workforce over the last few years, and through this pandemic, it has changed significantly, and with it the concept of leadership has shifted, too. Leaders have had to ask themselves what it means to lead in these times of remote and hybrid working conditions. They’ve had to adapt and adjust to a new generation of employees who prefer having a work-life balance over the 24/7 grind. And then there’s my favourite new concept – the four-day work week.

These are all things that Molly is grappling with. As a leader, those who have worked with her have described her as one who leads with compassion, humility and grace.

“I like to think that I am a strong leader. I like to think that I am a passionate leader. I get to kind of redefine what young African leadership looks like. It doesn't exist to be in your early thirties and a CEO of a podcasting tech company… I get to define it. I get to be powerful, and young, and compassionate, and exciting. I get to wear vibrant clothes, I get to support African designers. I’ve got to be me. A leader looks like me. And that's really what it boils down to. I don't have to be anything more than me. It's good enough,” she exclaims.

With the growing number of podcasts appearing across the continent, there’s no doubt that the Afripods CEO will have her hands full as they build their pioneering audio library filled with African stories.

Molly is one of many female African leaders zealously making waves in the podcast space, and just by stepping into her power and taking up the mantle of CEO, she’s already inspired others to do the same.

T H E P O W E R O F

P O D C A S T I N G A S A M E A N S F O R

J O U R N A L I S M &

S O C I A L J U S T I C E

WRITTEN BY: BIDEMI ADEDIRE

The world has moved beyond the era of conventionalism, which in itself has affected all, including the face of journalism today and also rubbing off on the social justice system

Thanks to the advent of technology, one of the options available today are podcasts.

Due to its comparatively cheaper cost to produce and less structural organogram compared to traditional print and mass media, we find that there is more representation Podcasts have given millions the opportunity to lend their voices to matters dear to the heart, and today listeners are presented with more enhanced and solution-driven content

Journalism is viewed as the fourth arm of the realm bringing a flow of information between at least two entities, the led and the leadership, at various levels. While the term social justice simply means giving everyone equal opportunities, privileges and benefits in society.

Podcasting in some ways has successfully merged these two significant concepts, granting virtually anyone the ability to reinvent themselves as “watchdogs” in societal happenings

It is observable that the attention of the world has shifted from waiting for conventional media to distributing stories as they occur, and this has opened more doors for indepth findings, events unravelling in society through independent means,

and more often today, we have mass and print media sometimes relying on social and alternative media, as the events reported get more attention from those concerned

I am happy to share how in my own small way, I am actively showing the power of podcasting as I leverage conventional and digital tools at my disposal, particularly from the African perspective.

African facts series, continuing personal development, and unscripted episodes: These have been used so far to retell and address wrong perspectives long created. I also work with the aim of presenting African culture from an informed standpoint to fit into modern-day reality. Different themes relating to the economy, society, everyday people, their thoughts and opinions, events and happenings in Africa have been discussed so far

The police brutality series, which stemmed from the End SARS movement in Nigeria, has been shedding light on brutality against blacks by chronicling the lives of victims before, during and after these unfortunate occurrences.

The impact/development-themed series is more collaborative; we have had a few episodes sponsored by the UNFPA, Global Media Campaign to end FGM, and The Smile Outreach on topics that cover human rights

"I HAVE SEEN PEOPLE UNLEARNING AND RELEARNING WHAT THEY THOUGHT THEY KNEW ABOUT AFRICA."

Beyond that, we’re working on My Period Chronicles, a vodcast/podcast miniseries slated to launch on 8 March 2022, International Women’s Day, with other brand partners and end on 28 May 2022, World Menstrual Health Day, and is set to bring much-needed awareness, educate thousands, and eradicate unnecessary taboos on matters that concern women’s period health This miniseries compiles several submissions from the general public, discussant interviews, vox pop, as well as gifting care kits (thoughtful feminine branded products) to random winners as we destigmatise menstruation.

As an avid advocate for gender parity, human rights, and an ardent community development enthusiast, I believe that while conventional methods are still relevant, digital avenues are crucial in the development sector Reviews received from colleagues and listeners have proven what we can achieve if we choose this route.

I have seen people unlearning and relearning what they thought they knew about Africa. That shift is worth every second used to prepare a podcast episode. Today we tell our stories as Africans and not just some fables from ignorant tongues

While there is much to do, I am confident that podcasting has helped and is helping us redefine our humanity

Podsnaija, though a podcast in every sense, represents The Smile Outreach as its media arm. I am truly grateful for the discovery of podcasting and the opportunities it has availed me Collaborating with people working to effect change as they communicate with me on causes such as a woman/girl’s right to basic health care and information, abolishing harmful traditional practices and establishing better practices, mental and material support to the unreached, as well as advocacy on adolescent health and cross-generational sexual relationships.

There is no feeling of fulfilment greater than what we have been able to achieve and those we have impacted This is my passion, and all I am simply doing is using every digital means necessary to achieve my goals Podcasting is a sure path to a better-informed society because knowledge is liberating

C O L O U R

I N T H E S O U N D

WRITTEN BY:

ELNA SCHÜTZ

One of the beauties of podcasting is the variability in format, and that your show can – theoretically – sound any way you’d like. But, while you may love listening to a highly edited narrative documentary worked on for months by a team of journalists and sound editors, you’re unlikely to replicate that in your living room.

As a professional freelance podcast producer and audio journalist, I’ve had to find some clever ways to incorporate sound into episodes, regardless of the budget. Here are some ideas you can adapt for your show.

AUDIO DIARIES AND VOX POPS

You can play around with adding some recorded interview sound without going full documentary One way is to have your host or guest record an audio diary, especially if it involves them doing something related to the topic of discussion, like how they decide what to cook for dinner

You can also pick up a trick from the more traditional radio world by making vox pops, where you ask strangers or friends the same questions and edit together the answers into a short compilation

Alternatively, think of recording a scene that happens while you’re in an interview, like having a conversation with someone while they're showing you around their music studio, or baking bread If you record it as one coherent piece, it can add as much texture as a highly edited narrative

Example:

I always try to include funny or interesting scenes from the places as they are happening, like catching and cooking insects in this story. In the first episode of this podcast you can hear an audio diary that a human rights defender sent me, which I edited into something a little more lively.

How to:

To record these, you can use a smartphone if needed, your podcasting mic if it’s movable, or a portable recording device However, the more complicated your track is, the more editing you’ll need to do on paid software like Adobe Audition and Pro Tools or freeware such as Audacity So, keep it simple, and try to get it right the first time

"THINK OF RECORDING A SCENE THAT HAPPENS WHILE YOU’RE IN AN INTERVIEW."

- Elna Schütz

ARCHIVE OR FOUND SOUND

Sound doesn’t have to be recorded by you to be interesting and fit in well. If you’re talking about something that happened in the past or is related to something that has a particular sound, like the chant from a protest or the song of an ice cream truck, adding this in a smooth way can make what you’re talking about more realistic and relatable.

Example:

When telling a story about the 1995 Rugby World Cup, I knew I’d have to use a lot of archive sound to make it pop. I tried to bring it in as naturally as possible and make it part of the narrative, and focused on sound that would make people feel like they were in the moment.

How to:

There are various stances on this This gets a little tricky, because you have to make sure you have a legal right to use the audio Most people assume that a very short clip of something that is available in the public domain, like an old news recording, is fair use, but when in doubt, always ask the content provider

MUSIC

You might already be using some music to introduce or end your show, but have you thought about how else it can add texture? The most effective times to add appropriate background music is when there is a natural shift in the story or interview from one topic to the next, or you want to emphasise an emotion like sadness or peacefulness

Often, music is also part of the story I have made people sing the national anthem when talking about it, or gotten permission to play a clip from a concert they performed

Example:

Music can be particularly important when the topic of discussion is abstract The sound design team on this episode about collective trauma during the pandemic worked hard to hit the right emotional note (pun intended)

How to:

Be careful with your levels (volumes) – the music should be present but not overwhelming Again, be careful of the legalities, and search for music under a Creative Commons licence, making sure to honour the specific requirement

While adding sound can be a lot of extra work, it can add a whole new dimension to your podcast and, if done well, elevate it to a new level

T H E R E ' S A S C I E N C E

T O P O D C A S T S

WRITTEN BY: ANNE

CHISA

INTRODUCTION

There was radio long before there was podcasting. But as times change and technology evolves, people are turning to a new source of audio content: podcasting. The name comes from the fact that these pre-recorded audio programmes were originally designed for the Apple iPod and MP3 player (Schaffer, 2022). This was a very niche media product centred on independent voices who had their programmes published on Apple iTunes. Podcasts are now widely accepted as a form of global media consumption.

Podcasting has always been regarded as a tool people use to communicate their ideas to a specific audience who shares their interests. There have been very broad topics, such as sports, comedy, education, news, business – you name it. However, over time these genres have become more specific; for example under education you have science. Then within science further subdivisions exist: news, comedy, talk shows, history, etc. This is how niche podcasts came to be

Niche podcasts are unique in that they are typically produced by self-funded, independent podcasters, who usually base the podcast on a topic which they are extremely passionate about. They identify a unique topic of choice and recognise that (a) this is an important topic, and (b) that there is an audience out there willing to listen The aim of this article is to explain how to create your own niche podcast using The Root of Science Podcasts as a case study.

MATERIALS AND METHODS

Location

The beauty of starting your own podcast is that you can do it from just about anywhere. You don’t need an elaborate studio (which of course would be nice). You can do it from the comfort of your home, which was what I did and am still doing for my podcast You do, however, need to consider the acoustic issues, which you will figure out over time, and are easily rectified with a quick Google/YouTube search

Apparatus

I believe the first thing you need is an idea, and there is no need to start from scratch completely. Listen to some of the podcasts you enjoy and figure out how to add a unique twist. Once this is established you must decide on your podcast hosting service. This is a specialised service that stores and distributes media files associated with a podcast A podcast hosting service is like a website hosting service in that it stores all of your website's files; however, it only stores your podcast's media files Some common ones are Anchor (for mobile), Buzzsprout, Podbean, Castbox, etc.

Methodology

Prep: Script/finding guest.

Recording: If you have a mic, you’re all set.

Audio editing: Descript, Audacity (free and easier for beginners), GarageBand (Apple), and Adobe Audition. I used to use Adobe Audition, which is not a free tool, and requires some learning, but YouTube is a great teacher. If you can get a sound engineer, you’re way better off I have one now and my podcast life has never been better

4 Marketing your podcast: Creating visuals – apps like Headliner, Canva, and Vimeo are useful

Uploading audio to host site: Episode description, thumbnail, transcripts for the hearing impaired to follow along with your audio (not a must but a nice touch; Otter has a free version), chapter markers to make it easier for guests to find specific sections, etc

Uploading it on social media: Instagram, Facebook and/or Twitter

RESULTS AND DISCUSSIONS

After all of the time and effort you've put into planning and creating a podcast, you'll need some success indicators I'll state unequivocally that you shouldn't get too hung up on these indicators Because you have a niche podcast, not everyone will listen to your content after the first episode – that’s okay It takes time and consistency I've been doing my podcast for two years, and it took 100 episodes for me to reach my goal of 10,000 downloads You can consider the following factors when determining your podcast's “success”

STEP

Statistics

These are provided by your podcast host or the streaming platform. It includes the number of downloads, location of listeners, what platforms your audience listens to the most. In the case of my podcast, the numbers gave me an indication of the best day to post my podcast after conducting an experiment between Monday versus Wednesday. I was able to determine that Monday was the best day for my audience. This will differ for everyone, so figure out what works best for you. Also, these statistics come in handy when you’re trying to monetize your podcast.

CONCLUSION

Reviews/feedback

There are good and bad ones, but it’s essential. The good ones will, without a doubt, inspire you to produce more content. However, depending on your perspective, the bad ones can be encouraging, too. When I first started, I had someone listen to every episode I posted and they provided constructive criticism; it was beneficial as I took the notes (critiques) on board to make the next episode better. Of course, some are trolls; simply block them and move on. Apple Podcasts provides a platform for listeners to leave reviews. Otherwise, people can comment via email or on social media platforms.

Social media

We live in the digital age, and social media interactions are essential. This can be done in a variety of ways for marketing or to create engagement. In the case of my podcast, a Facebook group proved to be the most effective. For my fanbase, targeted in Africa, data is expensive. I noticed that Facebook has lite versions making it cheaper for my audience to access. Furthermore, Facebook has more users than other social media platforms. Therefore, gauge your audience to determine where the majority of your social engagement and marketing efforts should be directed.

Overall, producing a podcast, like any other form of media, requires a strong interest in the subject matter It does not necessitate the expenditure of large sums of money To grow a fanbase for your niche podcast, you’ll have to invest time in delivering consistent content. If you’re obedient to the process and allow the slow burn until the flame ignites, the money and fame will follow.

HOW TO MAKE MONEY IN THIS INDUSTRY

WRITTEN BY: KEVIN Y BROWN

"Monetizing your genius'' has always been a challenge for creatives Historically, most of us don’t become well known for our contributions to our artistic communities until we’re no longer here, unless we catch a significant break. Luckily, with the rise of social media and technology, it has offered us the opportunity to make our work available to most people across the world with just a few clicks. We’re more than grateful for these opportunities, but as a podcaster who has been working in the industry for more than six years, monetizing still has its challenges, especially here on the continent of Africa where the industry is just budding and working to gain traction

Globally, the industry is somewhat saturated with more than two million individual podcasts and 48 million episodes available according to Podcast Insights. In my experience, studying the landscape in Africa over the last three years, oversaturation is not the case, as the early adopters of podcasting are paving the way to create a self-sustaining industry that may look different than the industry in the western hemisphere

Awareness, accessibility and education are huge opportunities for creatives, media houses and advertisers. As we work to let the aforementioned parties know of the endless opportunities on the continent in terms of brand exposure, monetization and niche authority through podcasting, the avantgarde who are leading deserve and need to be heard, compensated and appreciated for their contribution, which will have a long-standing effect on the future of this new media

In real time, carving out space for the podcast industry on the ground is a concerted effort from podcast industry leaders and hosting platforms focused on the African creator, such as Afripods (afripods.africa).

Access to authentic African stories told by Africans is at the core of Afripods’ mission We’re a pan-African podcast hosting and distribution platform for the audio listener and creator who wants to hear and distribute authentic African stories

"Awareness,

accessibility and

education are huge opportunities for creatives, media houses and advertisers."

In light of a budding podcasting industry that is growing every day across the continent, I would like to provide current and future African podcasters with “10 ways to monetize your podcast” and the statistics that matter when pitching to be paid for the podcast you create

The statistics that matter when pitching your show for sponsorship:

1 2 3 4 5

Total number of subscribers for the month Your subscriber growth month-to-month and year-to-year will help you to create an accurate growth projection.

Total number of downloads, including all-time downloads, daily, weekly and monthly downloads. Knowing your most popular shows and how your show is consumed from a download perspective helps you to manage sponsor expectations

Listen-through rate This will help you to know where to place ads and understand your listeners’ behaviour.

Geographic locations of listens. This allows you to geotarget sponsors, and know where to run ads effectively Also to track behaviour in a region to understand spikes in listening consumption

Top apps and devices used to listen to your show This helps a sponsor/investor understand who they are targeting and where.

1 0 w a y s t o m o n e t i z e y o u r p o d c a s t

TWO two ONE one

Create a course

Create a course revolving around your area of expertise and sell it via online platforms

THREE three

Sponsorship

The most traditional way of monetizing yet a good way to do so

FIVE five

One-on-one coaching

Use your area of expertise to coach someone to success

FOUR four

Digital products

Spend the time to create one digital product and you can sell it more than a million times

SIX six

Affiliate marketing Premium content

Sell the products of others and collect a commission for sales

SEVEN seven

Crowdfunding & donations

Enrol your listeners in supporting you daily, weekly, monthly or yearly.

NINE nine

Merchandise

Sell clothes, cups, keychains, etc with your show logo on it Develop a cult following and you’ll have walking and talking billboards and ambassadors globally

Exclusive, limited availability or behindthe-scenes access

EIGHT

eight

Speaking engagements

Travel the world and get paid to speak about your niche and how you built your podcast audience

TEN ten

Live events

Develop a dedicated listener base and then bring them out to experience your show live and in person.

QUESTIONS WITH

ANTHONY ONWUCHEKWA 10

AKA TONY DOE

NAME OF YOUR PODCAST/S?

UPGNRS (Up Gunners) Podcast (August 2014) The Tony Doe Podcast (August 2021)

WHY DID YOU DECIDE TO BECOME A PODCASTER?

I enjoy telling stories and helping others tell theirs in long- or short-form audio. While radio remains my first love, podcasting is the treadmill that keeps my passion burning

THOUGHTS ON THE PODCAST SCENE IN AFRICA?

We're a growing community, telling our own stories, for the world to hear and appreciate. A far cry from what most mainstream media shares. I'm excited about the collaborations and quality of content creators There's so much great stuff to expect.

MOST MEMORABLE OR ENJOYABLE INTERVIEW(S)?

This script is still being written, but I'd say so far, having international radio broadcast consultant Valerie Geller on The Tony Doe Podcast was a huge win for me.

TOP THREE PODCASTS?

The Listening Sessions Podcast by Obinna Agwu

Loose Talk Giants with OsaGz, AOT2 and Steve Dede 2 Nigerian American by eLDee The Don 3

MOST CHALLENGING ASPECT?

Coming up with effective strategies that don't burn holes in your pocket while staying consistent with your production schedule can be draining.

WHAT EQUIPMENT DO YOU USE?

I have a condenser microphone (Samson CL7), two dynamic microphones for the road (Shure SM58, Behringer XM8500), a Focusrite Scarlett 2i2 audio interface, and a Dell laptop I use Adobe Audition 3 0 (it's a preference thing) to record and edit I'm pretty nifty with the CC 2020 and Audacity, too. I work from a home studio.

DREAM GUEST?

Howard Stern

BEST THING ABOUT PODCASTING?

It's dynamic The unbridled freedom to express and try new things in audio while serving the listener great stories.

WHAT DO YOU WISH YOU HAD KNOWN BEFORE YOU STARTED?

Figure out “why” you want to start a podcast before “what” your podcast is about.

PODCAST PODCASTERS PODCASTING A FOR ABOUT

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